Shoppers have been flocking to one of Cheltenham's most iconic shops to pick up a Christmas bargain before it shuts for good.

The Famous, which is closing in the new year after nearly 127 years in the town's High Street, is offering massive discounts in its sale.

Company chairman Ross Cole, who has been with the family business for 51 years, said the shop had been packed since the closing down sale began at the end of October.

He is the grandson of AN Cole, who bought the men's wear business in 1896. The family wanted to find alternative premises in Cheltenham but could not find anywhere with the charm and uniqueness of the current building.

The shop will finally close its doors on January 5.

Mr Cole said the schoolwear side of the business had been sold off, including a new shop, School Togs, which opened nearby yesterday.

He said: "We are so sad to close. We always thought the store was loved by the people of Cheltenham and it has always been special to us, but it is lovely to know other people feel the same way."

Of the 28 people currently working at The Famous, some would be transferring and working for the buyers of the schoolwear shop, while others were retiring. Two have been made redundant.

He added: "The staff had plenty of warning and really have been supportive of us."